Secondary Research Class Exercise 1 Scanning Secondary Data for
Important Market Trends
Slide 3
Population Aging population: Caring of the aged becomes a heavy
burden for the new generation. Public health 97% depend on tax
income. Market opportunities: retirement homes, medical insurance,
health care products, smart homes, home living aids and services
such as retirement funds. Restaurants?
Slide 4
Population Aging population: 50% of expensive facial cream is
bought by women older than 50. LOreal used Catherine Deneuve (aged
57) as its spokesperson with very good results. Similarly Estee
Lauder used Karen Graham to promote its products. NTT DoCoMo had a
handset targeted at matured customers called Raku-Raku (which means
easy to use), and the sales was 200,000 units in the two months of
the launch. Visit the Center for Mature Consumer Studies at Georgia
State University for more information about mature consumer
research.Center for Mature Consumer Studies
Slide 5
Population Aging population: A rapidly aging population is
leaving Japan awash with a smelly problem: piles of dirty diapers.
With 28 million citizens aged 65 or older, Japan is going through
more than 5 billion adult diapers annually. SuperFaithss SFD
Recycle System dries, crushes, and sterilizes used diapers before
turning the material into pellets for use in stoves and biomass
boilers. SuperFaiths
Slide 6
Population Aging population: In 2011, sales of adult diapers in
Japan exceeded those for babies for the first time. Over the last
decade, sales have more than doubled and currently exceed $500
million annually. Japanese citizens over 65 hit a record 23.3% of
the population in October 2011.
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Population
Slide 8
Retailers target grey spending power Magnifying glass, brighter
lighting, extra-wide aisles that can better accommodate mobility
scooters, non- slip floors, and emergency call buttons in Kaiser,
one of Berlins biggest supermarket chains.
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Old Age Care Industries Health Care Medical Service Health
Promotion and Maintenance Nursing Disease Control and Prevention
Product /Service Consumables Health Food Culture &
Entertainment Misc. Services Food for the Aged Bodily Exercise
Financial Service Life Insurance Financial Management Investment
Household Service Industry Mental Support Housekeeping and Cleaning
Catering Service Daily Care Life Care Education and Training
Geriatric Nursing Geriatric Service and Management Source: BOCI
Research Old Age Care Industries
Slide 11
Robotic suit in action: the Hybrid Assistive Limb (HAL)
Slide 12
Declining Birth Rate 11 Eleven-year-old Daiki Sato is the only
child in his class at Ogouchi's elementary school.
Little Emperor Market in China > 33 million children under
14 constitute a $5 billion a year market. Average Chinese household
spend up to 50% of family income on one child. Quality baby and
children products?
Slide 15
Automation Low birth rate: Decline in the number of youths (age
16 to 24) to fill entry-level positions: service industries looking
into consumer response to self-service, or using high-tech in
service delivery.
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Sex Imbalance Mid 2009 (Base) Mid 2014 Mid 2019 Mid 2024 Mid
2029 Mid 2034 Mid 2039 Sex ratio (males per 1000 females)
889855827803782762744 [After excluding foreign domestic helpers]
[955] [922] [893] [868] [845] [823] [804]
Slide 18
1. 2.
Slide 19
Sex imbalance and late marriage: Matchmaker, especially across
the border: Cosmetics / beauty therapy / skin care companies.
Shatin!!! Sex imbalance
Slide 20
Classified Ad WEDDING DRESS FOR SALE Worn once by mistake. Call
XXXX XXXX
Slide 21
"My dear boy, no woman is a genius. Women are a decorative sex.
They never have anything to say, but they say it charmingly. Women
represent the triumph of matter over mind, just as men represent
the triumph of mind over morals .The Picture of Dorian Gray by
Oscar Wilde Womenomics
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The global crisis has turned a spotlight on male domination of
the corporate world: would we be better off if more women were in
charge? .The Financial Times, September 27, 2009. Womenomics
Initially coined by the Economist in 2006 which refers to the
increasing purchasing and political power of women on the economic
and culture front. In 1950 only one-third of American women of
working age had a paid job. Today two- thirds do, and women make up
almost half of America's workforce. The percentage of women holding
CEO positions is on the increase every year. Womenomics
Slide 28
Increase in career women: products and services aimed
specifically at female consumers eg. De Beers. With less time
available to devote to household tasks, markets open up for
convenience based products such as frozen dim sum and services such
as housecleaning. More family oriented, more concerned about
childrens education. Womenomics
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Ladies Corner
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Nikon D3100 Beauty With Intelligence
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Domestic Households Small family Smaller package size; mini
& foldable furniture. http://www.resourcefurniture.com/space-
saving-videohttp://www.resourcefurniture.com/space-
saving-video
Slide 33
Long Working Hours
Slide 34
Long Working Time 2012 Price and Earnings Report by UBS. 2012
Price and Earnings Report
Slide 35
Long Working Time People concern more on their time to relax.
More services help people save time, so that people have more time
for leisure activities. Convenience goods eg. instant food
Convenience distribution channel eg. online shopping. Shifting of
TV prime time to later in the evening. Health food; exercise
equipment.
Slide 36
Gini Ratio The number ranges from 0.000 for perfect equality
and 1.000 for perfect inequality. 0 corresponds to perfect income
equality (i.e. everyone has the same income) and 1 corresponds to
perfect income inequality (i.e. one person has all the income,
while everyone else has zero income). Rich countries have generally
low Gini coefficient (under 0.40). Middle income group dropped 17%.
Should we shift our attention to other groups? Different brands
targeting high income group and low income group.
Slide 37
Consumer Hourglass Theory Since 2009 Citigroup has urged
investors to focus on companies best positioned to cater to the
highest-income and lowest-income consumers. Citigroup created an
index of 25 companies, including Este Lauder Cos. and Saks at the
top of the hourglass and Family Dollar Stores Inc. and Kellogg Co.
at the bottom. The index posted a 56.5% return for investors from
its inception on Dec. 10, 2009, through Sept. 1, 2011. Over the
same period, the Dow Jones Industrial Average returned 11%.
Slide 38
Geographical Distribution Youth products, entertainment
businesses, education? Ans: Yaumati, Tsimshatsui, Mongkok. Health
care & medical services? Ans: Eastern District. Upmarket
products? Ans: Wanchai
Slide 39
Education Increase in education level: Pressure for lifelong
learning -> proliferation of masters degree programmes.
Personalized goods/services. Concern more about the environment
e.g. Alan.